Winning Work. Polish your portfolio for advertising - Emma Syrett


Topic: Portfolio for advertising
Language: English
Duration: 3 hours
Education objective: To learn about what is involved in creating ‘stand out’ imagery for commercial use, answering a brief and costing the project effectively to win.
Required level: A current portfolio of work will be required at the workshop and prior to the workshop.
Equipment: No equipment needed
Location and timing: Spinderihallerne B14, Friday 19 MAY 9-12h



About the workshop

As a photographer working in todays industry you have to be more than just a Photographer, you are an ‘image maker’ working across Photography, Moving Image and social media platforms. What makes you stand out from the competition? Do you know how to present yourself in a meeting?

This workshop will give you an insight into; how to present yourself in a meeting, editing and tailoring your photographic portfolio to suit the client, understanding the brief and costing a photoshoot.

Overall we will look at what is involved in creating ‘stand out’ imagery for commercial use, answering a brief and costing the project effectively to win.

1/. Presentation of the Photographers portfolio – editing work and showing key pieces that will excite and entice creative and potential clients. We will look at the editing process and how to make the best use of the images in your portfolio. We will look at sequencing images and how to add impact. We will also look at developing and creating a unique style that sets you apart from the rest.

2/. How to present yourself in a meeting –We will look at background work on the agency/client you are meeting, who you are and what is your voice, your style of work and how this fits the client.

3/. The Brief – we will work on a real brief. There will be the opportunity to have a role play situation where the photographer meets the agency and has to then tailor their work to meet the clients expectations. The brief will then be set to create an ownable style using pieces of the photographers existing work.

4/. Costing a photoshoot – this will cover all the elements needed to cost a project. A template will be provided and what needs to be included in the shoot will also be covered. Usage - the nuts and bolts of usage – what is BTL and ATL media and what fees for buyouts etc. Usage sheet will be handed out.

Pro-active marketing

Be pro-active – keep testing and build the tests around brands you would like to work for/with.

Be available – make appointments, don’t just let your agent do the meetings. Attend and see people where you can.

Exhibit and create pieces to showcase your creativity


There will be time at the end to evaluate the workshop and discuss more on the areas the photographers would like more information on.

Problem solving – areas that the photographers need more guidance on and experience in to help move them forward.


About Emma

Emma Syrett is an Art Buyer with over 20 years industry experience working on global brands for advertising and design agencies and direct clients. Clients include Tesco, Nike, Swarovski and John Lewis. Emma runs an Art Buying agency in London and commissions and manages photography, casts models and sources locations worldwide to making the brand stand out from the competition and deliver and execute the brief on time and on budget.